A Cross-cultural Study on Brand Experience

• Main Authors: Ching Chu, 朱晴
• Other Authors: Min-Hsin Huang
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/51853581887595140909

碩士 === 國立中山大學 === 國際經營管理碩士班 === 99 === When globalization as accelerated, consumers worldwide can make their own decisions from a large number of brands, either foreign or domestic. This circumstance evokes the question of whether consumers from different nations would have different perceptions of brand experience. The answer can help marketers when determining if they should apply same brand strategies across nations. Thus, as brands in a multinational competitive market, marketers should first position their brands in those markets and clarify the cultural characteristics that would cause impacts to the brand. This study examines the discrepancies caused by cultural differences on consumers’ brand experience, which contains sensory, affective, behavioral, and intellectual factors. Using responses from 180 Taiwan and 179 French consumers, this study found consumers within cultures low on power distance, collectivistic, and low uncertainty avoidance have more intensive relationship with brand experience. This research provides global brand management an insight to optimize brand positioning and improving brand experience across cultures.